Jenny Packham opens first store in Asia
British fashion brand Jenny Packham has chosen Hong Kong as the location for its first flagship store in Asia.
Situated in the Central district, the 80 square metre space is spread across two floors and has a minimalist and modern interior. The design concept, which was created by Packham herself in collaboration with architects Peter Kirkness and Winnie Cheng, will be rolled out over other international flagships.
Catering for bridal customers, with an exclusive edit of evening wear, the Hong Kong store follows three flagship stores in London and a store in Paris offering both ready to wear and bridal. The collections are also sold through the Harrods, Harvey Nichols, Selfridges, Neiman Marcus and Bergdorf Goodman department stores.
Jenny Packham chief executive Matthew Anderson said: “Asia has been a major market for us across all categories, for the past 10 years or more.
“Brand awareness is high and there is a desire for the product. The next step for us was to find the right space for a standalone store and establish an independent physical presence: we look forward to offering our customers our signature brand experience.
“Our strategy now is to build the brand across Asia through a focused marketing and PR campaign and investing in a targeted VIP dressing programme.”
